@JuntaeDeLane

www.juntaedelane.com

A. What are your business goals?

Complete a Situation Analysis

1. Give an overview of your organization/company/business:
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2. Are you generating leads online? Yes No If so, how many?________

3. Do you sell online? If so, state your sales volumes:
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4. What is your monthly website traffic? ________

5. What location is your traffic coming from?
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6. Do you have conversion goals set? Yes No If so, how are they performing?
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7. What do people do on your website?
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8. What content is most/least popular?
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9. What search terms are visitors using to find your website?
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10. What sites/search engines are referring visitors to your site?
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11. What social channels are you present on, and what business benefits do they bring?
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@JuntaeDeLane

www.juntaedelane.com



Resources:

How To Use BIG Data To Improve Your Social Media Marketing -
http://juntaedelane.com/how-to-use-big-data-improve-your-social-media-marketing/
30 Must Have Digital Marketing Objectives For Your Business - http://juntaedelane.com/30-
must-have-digital-marketing-objectives-for-your-business/
10 Engagement Metrics You Should Be Tracking - http://juntaedelane.com/10-engagement-
metrics-tracking/

What is the internet saying about you at the moment?

Social listening is very important to know what your customers are saying about you online.

There are tools to find mentions of your company or brand online quickly and easily. Here are a few:

www.google.com/alerts
www.socialmention.com
www.topsy.com
www.buzssumo.com

Resource: How To Use Social Listening For Your Business - http://juntaedelane.com/use-social-
listening-business/

B. Who are your target audience?

Are they male, female, old, young, urban, rural etc.? What are their interests?
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Resource: 5 Steps to Targeting Your Social Buyer - http://juntaedelane.com/5-steps-to-targeting-your-
social-buyer/


Where are they located? How do these markets behave online and what regulations should you
be aware of?
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_____________________________________________________________________________________
_____________________________________________________________________________________

@JuntaeDeLane

www.juntaedelane.com



Resource: 4 Reasons Why You Should Be Customer Centric - http://juntaedelane.com/4-reasons-why-
you-should-be-customer-centric/

Target Audience Summary

Needs /Motivation

What are the needs of your target audience?
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What problem does your product or service solve for them?
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Habits/Preferences

How visitors are accessing your site is very important. These statistics are easily found on Google
Analytics. The move to mobile is well under way and this is a very important consideration when
planning for digital:

Are visitors using a PC or laptop or tablet or smartphone to access your site? Yes No
Is your website optimized for use on these devices? Yes No

Identify your competitors

Who are your direct competitors? i.e. producing the same products or providing the same services as
you?
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Who are your indirect competitors? i.e. providing different products and services but targeting the
same audience?
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@JuntaeDeLane

www.juntaedelane.com


Understand your competitors

What digital marketing tactics are they currently employing?
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Resource: How To Use Social Listening To Keep Tabs On The Competition -
http://juntaedelane.com/how-to-use-social-listening-to-keep-tabs-on-the-competition/

C. What are your tactics?

Which tactics will work best to target your audience?
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What is your budget? __________________

What internal digital marketing skills are available to you?
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Resource: 3 Awesome Ways to Test Your Marketing Campaigns - http://juntaedelane.com/3-awesome-
ways-test-marketing-campaigns/

Record and measure the results

Use some of the following tools to measure the success of your campaign:

Google Analytics which provides statistics on your website traffic. Conversion trackers which are
pieces of code which track the completion of a task (e.g. a purchase or download) on your
website.

Google Adwords to measure the success of Pay Per Click (PPC) campaigns including information
on search terms used and the number of clicks obtained.

Facebook Insights is a tool that measures your pages performance. It allows you to analyze
reach, engagement and the click-through rates for links on your page. You must have 30 likes to
obtain access to Insights.

@JuntaeDeLane

www.juntaedelane.com


Twitter Analytics allows you to analyze the success of your twitter account including numbers of
followers, retweets and favorites.

LinkedIn Analytics provides metrics and trends for company LinkedIn pages. It allows you to
measure engagement, demographics and how you compare to other business pages.

Resource: 5 Effective Ways to Measure Your Digital Strategy - http://juntaedelane.com/5-effective-
ways-to-measure-your-digital-strategy/

ABOUT ME
Juntae DeLane is a marketing, branding and social media strategist. His passions
for digital marketing, trends, and creativity serve to further his quest to help
entrepreneurs, start-ups and small businesses grow.
BLOG | WEBSITE | TWITTER | FACEBOOK | INSTAGRAM

@JuntaeDeLane

www.juntaedelane.com